Brand Positioning

Positioning and repositioning a brand

Brand Positioning


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report explores Nissan's emotionally-driven approach to marketing, which aims to foster a clear sense of excitement around the brand.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how General Mills, the food group, has put purpose-driven marketing at the heart of its strategy.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report tells the story of how T-Mobile, the telecoms brand, transformed its position in the US by becoming the "Uncarrier", and taking on the established category norms disliked by consumers.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how the Chrysler-owned Jeep took advantage of new native mobile ad opportunities to raise US awareness of its all-new Cherokee, while reinforcing its brand positioning.


Cristina Buenaventura, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Pantene, the haircare brand, created an online film highlighting gender discrimination in the workplace to boost its brand positioning in the Philippines.


Andrew Curry, Market Leader, Quarter 4, 2014

This article explores some of the reasons Tesco, the UK supermarket chain, has been struggling following changes in the food market since recession.


David Atkinson, Market Leader, Quarter 4, 2014

This article explains how Desperados, a small drinks brand which mixes beer and tequila, used a carefully targeted campaign to launch in London, UK, and create a 'cool' image.


Vanessa Oshima and Tobias Wacker, ESOMAR, Congress, Nice, September 2014

This paper sets out how Coca-Cola, the soft drinks company, used a social media tool to understand coffee culture in Japan.


The Communications Council, Gold, Australian Effie Awards, 2014

This case study describes a campaign to reposition beverage brand Coke Zero in Australia by appealing to the desire of young adults to get more out of life.

WARC RECOMMENDS


BEST PRACTICE

How to position effectively

Tips, reminders and recommended reading


ARTICLE FOCUS

Create brand appeal

Implicit marketing and repositioning brands


BEST PRACTICE

Brand positioning statements

A practical how-to guide for marketers


CASE STUDY

NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium